TikTok's Shutdown Sparks Concerns for Podcast Discovery

RADIO ONLINE | Wednesday, January 29, 2025

Edison Research

In the wake of a temporary shutdown of TikTok on January 18, content creators were starkly reminded of the platform's massive audience reach. However, while much focus has been on visual content, a new report from Edison Research delves into another significant impact: podcast discovery and listening habits, particularly among younger audiences.

According to Edison Podcast Metrics, TikTok is increasingly becoming a vital tool for podcast listeners. The latest data indicates that 20% of American podcast listeners now utilize TikTok to engage with podcasts, marking a growth from 17% in the fourth quarter of 2022. This trend is even more pronounced among younger listeners, with 30% of those aged 13-24 using TikTok for podcast engagement, up from 26% the previous year.

The platform's format, primarily featuring short-form videos, suggests that users typically consume clips rather than full episodes. This method enables podcasters to showcase the most engaging segments of their content, thereby attracting both existing fans and potential new listeners.

Furthermore, the Gen Z Podcast Listener Report, conducted by Edison Research and SXM Media, underscores TikTok's critical role in podcast discovery. Seventy-five percent of Gen Z podcast listeners reported using TikTok, with 80% of them discovering new podcasts directly through their TikTok feeds. This places TikTok as the second most popular platform for podcast discovery, trailing only behind YouTube among the demographic.

The potential U.S. ban of TikTok raises concerns about the future of podcast promotion and discovery, particularly for content aimed at younger listeners. If TikTok becomes inaccessible, podcasters may need to seek alternative platforms to maintain their visibility and engagement with this key audience segment.

As discussions in Washington, D.C. continue, the fate of TikTok -- and by extension, its role in the podcasting industry -- hangs in the balance. The decisions made could either bolster TikTok's influence in the podcasting sphere or push it to the sidelines, significantly altering how new podcasts are discovered by the younger generations.